Overview
Behind the encrypted data are teams and professionals making strategic decisions every day to safeguard their company’s reputation, performance, and long-term viability.
This article dives deep into the Swiss findings of PwC’s study, drawing on insights from local partners like Eminence to help businesses leverage cybersecurity as a core asset for growth and reputation.
Why Digital Trust Matters in Switzerland
Did you know that 65% of Swiss executives rank digital risk management as a top priority for 2025, compared to a global average of 57%?
This figure, from the Global Digital Trust Insights 2025 survey conducted by PwC Switzerland, highlights the urgency felt by Swiss businesses in the face of growing threats and rising demands for digital trust.
A Challenging Regulatory Landscape
Switzerland, known for its high standards of privacy and security, has recently strengthened its legal framework with the new Federal Act on Data Protection (nFADP).
This reform introduces strict requirements around consent, transparency, and the safeguarding of personal information.
Companies must go beyond simple compliance to avoid penalties—they must demonstrate exemplary governance to earn the trust of customers, partners, and investors. As Eminence puts it: “Compliance is no longer optional; it’s a prerequisite for any business aiming for longevity in both the Swiss and global markets.”
Reputation and Economy: Trust as a Strategic Asset
Switzerland stands out as a beacon in the worlds of business, tech, and industry.
Its reputation for trustworthiness attracts clients from around the globe—but this reputation relies heavily on its ability to ensure data security and discretion.
A cyberattack can instantly erode trust, lead to financial penalties, and, according to Eminence, cause up to a 27% drop in annual revenue for companies suffering a major data breach.
Beyond the financial cost, the loss of trust can have long-term consequences. Today’s well-informed customers are quick to switch providers at the first sign of a vulnerability. In this environment, digital trust becomes a strategic asset, on par with brand value or innovation.
Swiss Specificities: Sovereignty and Proximity
Data security, digital sovereignty, and local compliance are central concerns in Switzerland, particularly in sensitive sectors like finance, healthcare, and industry.
Local hosting of cloud and AI solutions gives companies better control over data processing and reassures stakeholders about risk management.
Key Insights from PwC Switzerland’s 2025 Survey
The 2025 PwC survey reveals several critical insights. First, let’s establish the current state of cybersecurity:
State of cybersecurity
A Shared Sense of Urgency
According to PwC, 65% of Swiss business leaders view cybersecurity as a strategic priority, compared to 57% globally. This shows a heightened awareness of risk and a strong will to act.
Constantly Evolving Threats
Cloud-based attacks (49%), ransomware (39%), and hack-and-leak operations (41%) are seen as particularly alarming.
Eminence notes that 93% of companies have at least one exploitable vulnerability. Swiss leaders are especially concerned about customer data loss and the impact on online reputation.
A Gap Between Awareness and Preparedness
Although most companies recognize the threats, many still struggle to implement adequate response systems. Security audits, network segmentation, and staff training remain top priorities.
Investment Priorities
The survey also reveals companies’ commitment to investing in cybersecurity with well-defined budgets.
Increased, Targeted Budgets
67% of Swiss businesses plan to increase their cybersecurity budgets in 2025, focusing on data protection (48%), infrastructure modernization (43%), and AI adoption.
Unlike other markets, Switzerland prioritizes quality and local compliance over a blind race for innovation.
Digitalization as a Growth Driver
Support from expert agencies like Eminence helps businesses set clear goals, choose the right technologies, and ensure a smooth, effective transition.
Digital transformation is not just about technology—it also requires deep cultural and organizational change.
The Role of Generative AI and Local Hosting
Generative AI is revolutionizing multiple sectors by creating diverse content and improving organizational efficiency. Local deployment—on in-house or national servers—offers better data protection and meets sovereignty and compliance standards.
Let’s explore first the role of generative AI, then the importance of local hosting.
AI: Opportunity and Risk
Generative AI is both a powerful tool for threat detection and a potential source of sophisticated attacks.
Swiss businesses are investing in AI to automate incident detection but remain cautious about algorithm governance and transparency.
Local Hosting: A Trust Factor
Hosting AI and cloud solutions locally enhances sovereignty, compliance, and data security.
Companies benefit from better visibility into their models, reduced latency, and less exposure to foreign regulations.
ESG and Cybersecurity: A Strategic Convergence
Integrating cybersecurity into ESG reporting is becoming essential.
According to PwC, 55% of Swiss companies see cybersecurity as a trust-building driver—yet many could better showcase this in their communication and reporting.
Data governance is becoming increasingly urgent, requiring solid strategies, regular analysis, and compliance with GDPR/nFADP to build trust and avoid penalties.
Eminence recommends: “Integrate cybersecurity from the project outset by following the ‘privacy by design’ principle.”
Expertise and Know-How
Cybersecurity expertise is ultimately human-driven, relying on continuous training, a shared culture, and strong partnerships that foster collaboration and innovation.
A Human Priority
Over 60% of Swiss companies face challenges attracting qualified cybersecurity talent, according to PwC.
Continuous training, career appeal, and support from local experts like Eminence are vital. The talent shortage is a major barrier to innovation and business resilience.
Digital Innovation and Culture
Successful digital transformation requires new work practices and a shared cybersecurity culture. Every employee must be aware and engaged as a security actor to ensure collective protection.
Partnerships and a Collaborative Environment
Information-sharing and cross-sector cooperation are essential to anticipate and counter threats—especially in critical infrastructure.
Public-private partnerships, government interactions, and industry-wide initiatives help strengthen the resilience of Switzerland’s digital ecosystem. That’s the power of synergy.
Strategic Recommendations for Swiss Businesses
Based on the findings, here are key strategic recommendations for Swiss companies:
1.Prioritize investments in AI, automation, and cloud cybersecurity
Anticipate emerging threats by investing in innovative solutions—while ensuring strong governance and local hosting.
2.Develop a proactive cybersecurity talent strategy
Focus on training, career development, and collaboration with local experts like Eminence to address the skills gap.
3.Incorporate cybersecurity into strategy and external communication
Emphasize transparency in security measures and highlight cybersecurity as a pillar of corporate social responsibility to build trust.
4.Foster deep cooperation with partners, suppliers, and authorities
Encourage knowledge-sharing and cross-sector collaboration to enhance collective resilience.
5.Make cybersecurity a board-level priority
Treat cybersecurity not as a technical detail but as a core strategic and operational concern.
6.Establish strong governance for data and AI
Regular audits, local storage, strict compliance with GDPR/nFADP, and privacy-by-design principles are essential to prevent risks and build trust.
Conclusion
Digital trust is no longer a mere technical issue—it’s the foundation of competitiveness, resilience, and business growth in Switzerland.
The Global Digital Trust Insights 2025 report from PwC Switzerland, enriched by expert insights from Eminence, proves that cybersecurity must be central to strategic planning, digital transformation, data governance, and talent management.
As threats evolve and regulations tighten, Swiss leaders must make cybersecurity a lasting competitive advantage. Success will depend on innovation, training, hands-on support, and collaboration at every level.
Ready to invest in innovation, training, and local support?
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